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All Journal Sinar Sang Surya: Jurnal Pusat Pengabdian kepada Masyarakat Journal of Economics, Management, Business And Accounting (JEMBA)
Aulia, Vinka
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Agriculture, Biological Sciences & Forestry Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Environmental Science Physics Social Sciences

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PEMANFAATAN MEDIA SOSIAL UNTUK KWT LIMAN BENAWI DALAM PENINGKATAN PEMASARAN SAYURAN LOKAL Mukti, David Ari; Yulianti, Anissa; Roji, Syahrur; Iqbal, Muhammad; Aulia, Vinka; Lutrisia, Dian; Pamungkas, Fauzi Catur; Irawan, Dedi
SINAR SANG SURYA Vol 8, No 2 (2024): Agustus 2024
Publisher : UM Metro

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24127/sss.v8i2.3303

Abstract

Promosi merupakan kunci dalam strategi pemasaran untuk mempengaruhi perilaku konsumen, termasuk anggota Kelompok Wanita Tani (KWT), dalam pembelian produk pertanian. KWT berfokus pada pemberdayaan perempuan petani melalui pelatihan, termasuk pemasaran produk. Media sosial menjadi sarana efektif bagi KWT dalam mempromosikan produknya karena dapat menjangkau audiens yang luas. Untuk memperkenalkan konsep digital marketing kepada KWT, metode penyuluhan digunakan dengan tahap awal identifikasi permasalahan melalui survei, observasi, wawancara, dan diskusi.
Pengaruh Mega Influencers dan Media Sosial Marketing Terhadap Keputusan Pembelian dan Kesadaran Merek Sebagai Variabel Mediasi (Studi Kasus Pengikut Scarlett Whitening di Tiktok Shop) Santy, Raeni Dwi; Aulia, Vinka; Adhim, Mohammad Fauzil
JEMBA Vol 5 No 2 (2025): Journal of Economics, Management, Business and Accounting
Publisher : Fakultas Ekonomi dan Bisnis Universitas Komputer Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34010/jemba.v5i2.18778

Abstract

This study aims to examine the influence of mega influencers and social media marketing on purchase decisions, with brand awareness serving as a mediating variable. A quantitative survey was conducted on 100 followers of the Scarlett Whitening TikTok account using purposive sampling and analyzed with PLS-SEM. The study results indicate that macro influencers and social media marketing have a positive and significant effect on brand awareness, and brand awareness significantly influences purchase decisions. Crucially, brand awareness successfully mediates the entire influence between the two independent variables and purchase decisions. These findings affirm the crucial role of influencer- and social media-based digital strategies in strengthening brand awareness and stimulating consumer purchases
Co-Authors Abda Abda Adhim, Mohammad Fauzil dedi irawan Lutrisia, Dian Mukti, David Ari Pamungkas, Fauzi Catur Roji, Syahrur Santy, Raeni Dwi Yulianti, Anissa